Running With Scissors' new campaign for The People's Wine caught our attention a few weeks back and it's also found favour with the judges of the October round of the newspaper ad of the month awards, who said “there’s a story here ... more of a personal interesting take on a wine ad”, “Kiwi, unpretentious and great to see longer copy” and “beautifully crafted and great use of a newspaper magazine.”
The judges were Rory McKechnie, DDB; Craig Farndale, Whybin\TBWA; Guy Denniston, Publicis Mojo; and Jeneal Rohrback and the campaign takes a deeper look at lesser known facts about the provenance of three of its six varietals in a move away from traditionally passive, food-matched or regional production-led messaging the industry tends to favour.
“Origin is important to wine, with many brands relying solely on it as their point of differentiation. For The People’s Wine we have referenced region but have attempted to do so in a manner that brings to the fore a sense of personality, as opposed to insisting that the regional production equals quality,” says Lisa Divett, creative planner at Running with Scissors. “Rather than slapping a place name on the ad, we wanted to find the stories, the personality that makes each place special. And we have; little stories that stick, that can be shared, that make great conversation at dinner”.
The People’s Wine campaign is running across print and social media, as well as being integrated into event sponsorship over the coming months—and it's not just constrained to New Zealand, with the creative also running in Canada and across the ditch.
The campaign was born of a need to build awareness, but for brand manager Maree Saunders, it's also about demonstrating the importance of The People’s Wine brand.
“The People’s Wine is an award winning work of art and the brand continues to grow in stature in the Constellation Brands wine portfolio. It has proven itself to be a strong seller with a loyal following."
Saatchi & Saatchi’s Wellington Zoo “Bear got your tongue” ad was awarded highly commended for art direction. The judges said: “Fantastic, outstanding and refreshing.”
October’s winning Ad of the Month creative team will receive $250 cash, with the ad sponsored by News Works NZ into the 2013 Axis Awards. It is now a finalist in the 2012/13 $10,000 Newspaper Ad of Year competition judged next year. Any ad that's run in any newspaper around the country is eligible to enter the competition.
To view all the finalists and enter your work visit the News Works website
Credits for ‘The People’s Wine’:
Client contact: Maree Saunders, Nina Stojnic
Creative team: Lisa Divett, Wayne Ching, Nicole Sykes.
Account Team: Lisa Divett, Ed Gunn
Typography, Illustration, retouching and 3d: The Craft Shop.
Media agency: Total Media
Media team: Keri Brown, Business Manager; Morgan Jones, Account Executive.
Wellington Zoo credits
Agency: Saatchi & Saatchi
ECD: Antonio Navas
Art Directors: Mike Davison, Mariona Wesselo-Comas, Emily Drake
Copywriters: Anne Boothroyd, Sarah Litwin-Schmid, JP Twaalfhoven
Account Manager: Mel Bowker